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Communication strategy in channel distribution
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Orientador(es)
Resumo(s)
In an era where competition is a keyword, and companies struggle for survival and to maintain
their channel relationships, communication plays a fundamental role in engaging good relationships
where common goals are possible to be reached.
This study effort investigates characteristics related to communication strategy in distribution
channels, such as frequency, direction, modality and content of communication; climate, structure
and power as channel conditions, in order to enhance channel outputs such as coordination,
satisfaction, commitment and performance.
As a result of improving the channel conditions, by developing the right communication
strategies, enterprises will increase their outcomes.
Descrição
A Work Project, presented as part as the requirements for the Award of a Masters Degree in Management from the Nova School in Business and Economics
Palavras-chave
Communication strategy channel outcomes channel conditions